When I first started doing Shopify SEO, I thought it was mostly about filling in meta titles and descriptions. That worked a little—but growth was slow and unpredictable.Everything changed once I started using SEMrush for Shopify. Not just as a keyword tool, but as a way to understand search intent, competitors, and content gaps.
Here’s a step-by-step guide on how I personally use SEMrush to improve Shopify store SEO and grow organic traffic.

Identify Real Competitors with SEMrush

One common mistake is guessing competitors based on brand size or niche similarity. SEMrush helps you find your real Shopify SEO competitors.Steps:

  • Go to SEMrush → Organic Research → Enter your Shopify domain → Competitors
  • SEMrush shows competitors based on shared keywords, which is much more accurate than intuition.

I usually pick 2–3 competitors that:

  • Rank higher than my store
  • Sell similar products
  • Are not huge enterprise brands

This helps me focus on realistic SEO opportunities.

Keyword Research for Shopify SEO

Keyword research is the foundation of Shopify SEO strategy.

Product & Collection Pages

For product and collection pages, focus on:

  • Transactional intent keywords
  • Medium-to-low keyword difficulty
  • Keywords that include buying signals (e.g., “buy”, “best”, “for sale”)

Use SEMrush Keyword Magic Tool to find these keywords and filter by search intent, difficulty, and volume.

Blog & Informational Keywords

Blog posts target informational keywords, such as:

  • “How to choose the best X”
  • “Best Y for Z”
  • Product comparisons

Organize these into topic clusters to support your product pages with internal linking, boosting overall Shopify SEO authority.

Reverse-Engineer Competitors’ SEO

I like to check competitors’ Top Pages in SEMrush:

  • Sort by organic traffic
  • See which pages drive consistent visits

This reveals:

  • Blog topics that rank well
  • Collection pages optimized for search
  • Content formats Google prefers

You can then create better, user-focused versions of similar pages.

Run Regular Site Audits

Shopify handles basic technical SEO, but issues still exist.Use SEMrush Site Audit to check for:

  • Duplicate meta titles or descriptions
  • Thin product descriptions
  • Missing alt text
  • Internal linking problems

Focus on pages that affect rankings and conversions.

On-Page Optimization Tips for Shopify

For key pages:

  • Write clear H1 tags
  • Optimize title tags for clicks and keywords
  • Add meaningful copy to collection pages
  • Use internal linking to boost important pages

The SEMrush On-Page SEO Checker can give ideas, but always tailor content for real users.

Build Content That Supports SEO

Use blog content to support product SEO:

  • Target long-tail informational keywords
  • Internally link to products and collections
  • Build topic clusters around core product categories

This increases organic visibility and drives potential buyers to your Shopify store.

Backlinks are still important:

  • Analyze competitors’ backlink sources in SEMrush
  • Find relevant blogs or media sites for outreach
  • Focus on quality over quantity

Even a few high-authority backlinks can significantly improve Shopify SEO.

Track SEO Performance

Use SEMrush Position Tracking to monitor:

  • Core product and collection keywords
  • Blog topics
  • Branded terms

Tracking lets you see which strategies actually move the needle.

Final Thoughts

Using SEMrush for Shopify SEO transforms guesswork into data-driven decisions. From keyword research and competitor analysis to on-page optimization and content planning, SEMrush helps you grow your Shopify store’s organic traffic efficiently.If you implement these tips consistently, you’ll see steady SEO growth and better rankings over time.